COMMUNICATIONS AND RE-BRANDING TO SUPPORT ORGANIZATIONAL CHANGE
WGL Holdings needed to rebrand in order to represent all of their capabilities as a full-service energy business. This required a significant change management effort to introduce a new name and new processes to a very traditional workforce. ENC was retained by WGL’s Chief Revenue Officer to work with WGL staff to provide overall program management and marketing services to support the aggressive launch of the new brand, which also included the launch of a new WGL “Onesite” intranet and organization-wide sales training to change the company’s approach to customer service.
ENC program managed the activities of all marketing-related contractors and facilitated the operation of cross-functional and cross-organization internal marketing teams, while simultaneously providing tactical marketing support such as the creation of videos, talking points, scripts, presentations, graphics, brochures, and posters. ENC created messaging for all internal and external stakeholders to launch the new WGL brand. To do this, we developed and implemented an internal communications program with collateral, leadership emails, outdoor signage, flat screen images, events, digital promotions, and grass roots marketing. We assisted in event planning and organization, and developed all assets to execute the creative theme, including elevator clings, exhibit booths, signage, employee outreach (to field and corporate staff), and more. ENC also designed and facilitated planning meetings and contributed site architecture designs for the new external-facing website to provide better customer service to end-users.
ENC’s efforts enabled WGL to launch a new brand within six months, while simultaneously increasing employee understanding and engagement.